Solomon Group, FINN Partners, & Tales of the Cocktail Foundation Release New White Paper Exploring the Future of Spirits-Driven Experiences

News and Insights

Solomon Group, FINN Partners, & Tales of the Cocktail Foundation Release New White Paper Exploring the Future of Spirits-Driven Experiences

October 22, 2025

New Orleans, LA and Chicago, IL - In an era where brand loyalty is built through experiences, Solomon Group, FINN Partners, and Tales of the Cocktail Foundation have released a new white paper examining how physical spaces are redefining the way consumers connect with spirits brands and bartenders.

As the report notes, the most imaginative leaders in the spirits industry aren't just creating great drinks - they're creating great places. In a digital-first world, people are craving the tactile, the sensory, and the communal, and the most successful brands are those that create environments that feel personal, not promotional.

The white paper, titled From Liquid to Lifestyle: Rewriting the Rules of Connection and Turning Customers into Lifelong Fans, highlights the next frontier for the category: immersive environments that blend hospitality, storytelling, and education. From multisensory tasting rooms to bartender-led hotel experiences, these spaces are emerging as powerful tools for brand resonance - transforming moments of consumption into experiences of connection.

"Hospitality has always been about more than what's in the glass - it's about how a space makes you feel," said Gary Solomon Jr., Co-Founder and CEO of Solomon Group and Chairman of Tales of the Cocktail Foundation. "We're seeing spirits brands approach physical environments with the same creativity and intentionality they once reserved for advertising campaigns. They're designing worlds that invite people to slow down, engage, and belong."

Celia Jones, Global CMO at FINN Partners, added: "For years, marketers have focused on reach. Now it's about resonance. The most forward-thinking brands are investing in experiences that not only engage audiences but also build long-term emotional equity. This white paper captures that evolution."

Key Themes and Insights

• The bartender as experience designer: Exploring how bartenders are shaping both the drink and the environment, curating the emotional and sensory arc of each encounter.
• Spaces as strategy: How brands are using architecture, design, and ritual to create deeper meaning and loyalty.
• New measures of impact: Rethinking ROI to include dwell time, sentiment, and shared experience - not just sales volume.

In addition to perspectives from Solomon Group, FINN Partners, and Tales of the Cocktail Foundation, the report draws on case studies and insights from LVMH, Sazerac, Campari Group, Death & Co, and Margaritaville - brands leading the charge in transforming traditional marketing into immersive cultural storytelling. Their examples illustrate how global icons and boutique innovators alike are blurring the lines between hospitality, lifestyle, and entertainment to create emotionally resonant experiences that inspire lifelong fandom.

"At Tales of the Cocktail Foundation, we've always believed that hospitality is storytelling in its purest form," agreed Eileen Wayner, CEO of Tales of the Cocktail Foundation. "This report celebrates the bartenders, brands, and spaces that keep that tradition alive, proving that the future of our industry lies in connection, not just consumption."

This collaboration brings together three perspectives: Solomon Group's expertise in experiential production, Tales of the Cocktail Foundation's deep industry insight, and FINN Partners' strategic communications lens. Together, they paint a picture of where the industry is headed: toward more meaningful, human-centered engagement.

Download the report HERE.

• Share this page on Facebook
• Share this page on LinkedIn
• Share this page on Twitter